Tag: m-commerce

The same report that provided this insight also forecasted the importance of mobile commerce.

As the third quarter showed that online retail experienced a year over year increase of 13 percent, a growth rate that is notably higher than the overall retail environment, mobile commerce is rising approximately twice that fast, and social media marketing is playing an important role in that growth.

Both of those two factors will be making a considerable impact on the decisions and habits of holiday shoppers.

At the same time, the importance of social media marketing and of mobile commerce will also represent some massive changes in the way that consumers are informing themselves and spending their money throughout the holiday shopping season. This, according to comScore, a digital measurement and analytics provider.

comScore revealed its latest social media marketing data and predictions at a recent webinar.

Its predictions regarding the impact of social media marketing on the decisions that shoppers are making, and of the impact of mobile commerce throughout the holiday season were shared at the U.S. Online Retail Economy Q3 2013 webinar.

There, it was explained by the comScore vice president of marketing and insights, Andrew Lipsman, who was also a panelist, that the top themes that were coming into their own in this year’s busiest shopping season are “what I call the 4 S’s – social commerce, smartphones, sit-back shopping, and showrooming.” In terms of social media marketing, he pointed out specifically that the influence of Pinterest is growing and that the usage of this network is increasingly based on smartphones and tablets.

Aside from the importance of social media marketing over Pinterest, Twitter was also identified as being “important”. That said, when it comes to building brands, Lipsman stated that Facebook is maintaining its dominant position.

Social media marketing in order to encourage offline, electronic, and mobile commerce was shown to have three primary benefits, which include engagement, amplification and fan reach. This can play a very important role in a retailer or brand’s ability to communicate with consumers and encourage them to buy. At this time of year, this can make this technique a vital part of success.

In fact, it looks as though this device is leading its sector, consumers also prefer larger screen shopping to smartphones.

A report has now been published to reveal the results of a new study that has shown that tablet commerce continues to lead the way in overall mobile shopping and that iPads are making the biggest impact among consumers in terms of buying.

The report placed specific focus on the amount of shopping that results from email marketing.

The report was issued by Yesmail Interactive. What it determined was that among all of the transactions that have been driven by marketing emails, 16 percent were conducted through the use of a mobile device. Even more, it showed that tablet commerce is producing far greater results than smartphone shopping.

Of all of the tablet commerce resulting from email marketing, 99 percent came from iPad versions of the device.

Among all of the mobile purchases that stemmed from marketing emails, 56 percent were from tablet commerce instead of from smartphones. As iPads make up the majority of that category, this indicates that those devices are having a massive impact on the results that email based mobile marketing is having on the return on investment of these brands and marketers.

The report also noted that while Android device are gaining a steadily larger share of the overall market for those devices, they do not appear to be growing their impact on the actual purchases made over tablet commerce, at least when it comes to making purchases based on emails that they have received.

The Yesmail analysis, which included the examination of approximately 5 billion emails that were sent out by that company in the third quarter of 2013, showed that there was an 8 percent increase in the number of emails that were opened over smartphones – as 52 percent were recorded as having been opened. Moreover, 82 percent of all of the emails that were opened and that lead to clickthrus were based on Apple devices. The report’s data showed that tablet commerce – especially fro iPads – is starting to become an important part of email marketing and online shopping as a whole.